Research Report on the Influencing Factors of Zero Carbon Agricultural Products Market Sales: Take Chongqing as an Example

DOI: https://doi.org/10.62517/jmsd.202512204

Author(s)

Yilin Chen*, Jinwei Li, Luyao Guo

Affiliation(s)

School of Economics and Finance, Chongqing University of Science and Technology, Chongqing, China *Corresponding Author

Abstract

Promoting green and low-carbon development in the economy and society is a critical component of achieving high-quality growth. Green and low-carbon production and consumption patterns have become a trend. As an agricultural powerhouse, China has placed greater emphasis on carbon emissions during agricultural production and the quality of agricultural products. Consequently, terms such as carbon footprint, carbon labels, low-carbon agricultural products, and zero-carbon agricultural products have emerged. Among these, zero-carbon agricultural products belong to the green and low-carbon industry and play a significant role in supporting China's goals of peak carbon emissions and carbon neutrality. However, the development speed of zero-carbon agricultural products is currently slow, making it necessary and urgent to explore the factors affecting their market sales. To this end, based on existing literature, the research team first conducted field surveys in Chongqing, the region where the members of the survey group reside, using a combination of questionnaires and offline interviews to identify the influencing factors of the market sales of zero-carbon agricultural products. Subsequently, through the construction of mediation effect models and correlation analysis, the collected data were analyzed to uncover the reasons affecting the market sales of zero-carbon agricultural products. Finally, recommendations were proposed to address the issues in the market sales of zero-carbon agricultural products.

Keywords

Zero Carbon Agricultural Products; Cognitive Trust; Emotional Trust; Premium Payment Willingness; Purchase Behavior

References

[1]Zhang Mingjie, Zhang Jinghong, Li Wentao, Zhang Yajie, Yang Jing, Lin Shaowu. Carbon Footprint Accounting of Tropical Fruit Agricultural Products: A Case Study of Hainan Mango. Tropical Agriculture Science, 2023, 43(4): 57-62. [2]Sun Kai, Liang Long, Han Tao. Application of carbon label in the market and trade development of characteristic agricultural products in Guizhou under the background of double cycle. Tropical Agricultural Science, 2023, 46(1): 56-60. [3]Zhang Dongmei, Shi Guohong, Yao Guanxin, Xu Jing, Dai Panqian. Strategies for ordering and preservation of fresh agricultural products under carbon emission constraints. Industrial Engineering and Management, 2020, 25(1): 144-151. [4]Lau Kuo-fu and Wu Jia. The influence mechanism of green consumption behavior based on Ajzen's planned behavior theory. Finance and Economics Science, 2013, (2): 91-100. [5]Lu Qi. An empirical study on the influencing factors of rural consumption behavior in China. Macroeconomic Research, 2022, (1): 115-129. [6]Zheng Zhiyi. Research on the influence mechanism of urban residents' green agricultural products purchasing channel selection based on perceived value. Zhejiang Gongshang University, 2018. [7]Wang Keshan. Factors influencing the choice behavior of online food consumers. China Circulation Economy, 2020, Vol. 34 (1):74-82. [8]Yang Lijuan. Factors affecting consumer behavior and business strategies. Qiqihar Social Sciences, 1999, (2): 29-30. [9]Li Hui, Shi Le, Zhang Yanfeng. Research on the Development of Green Agriculture and Path Optimization in Taihang Mountain Area of Hebei Province. Wisdom Industry Guide, 2024, 4(01): 56-59. [10]Zhang Yan, Huang Yanzhong. Research on the Influence of Geographical Indication Brands on the Quality and Safety of Agricultural Products. Journal of Huazhong Agricultural University (Social Sciences Edition), 2022, (05): 123-135. [11]Xu Xiuchuan and Wu Pengyan. Evolution of Green Agriculture Development Mechanism: A Perspective Based on the Game between Government, Farmers and Consumers. Journal of China Agricultural University, 2022, 27(01): 259-273. [12]Wu Dai. Study on the Purchase Behavior of Green Agricultural Products in Shijiazhuang City. Hebei Agricultural University, 2022. [13]Wu Xiaomei. Analysis on the Level and Regional Differences of Agricultural Green Development in Henan Province. Henan University of Economics and Law, 2022. [14]Regional Differences of Agricultural Green Development in Henan Province. Henan University of Economics and Law, 2022. [15]Lun Runqi, Luo Qiyou, Gao Mingjie, Liu Yang. The Impact of Agricultural Product Label Recognition and Consumption Habits on the Willingness to Pay Premium for Green Agricultural Products: A Case Study of Fresh Green Potatoes. Journal of China Agricultural University, 2023, Vol. 28(5): 229-239.